Infiniti - "Chardiet/Armenteros"

MARCA Miami

MARCA Miami Coconut Grove, Etats-Unis

5813

Marque: Infiniti
Pays: Etats-Unis

Annonceur: Nissan Motor Corp.

Titre	Chardiet/Armenteros
Agence	MARCA Miami
Campagne	Disenodesempeno - Infiniti
Annonceur	Nissan Motor Corp.
Marque	Infiniti
Mise en ligne	Novembre 2007
Secteur d'activité	Voitures
Synopsis	In Uribe/Guerra, conceptual artist and Colombian native Federico Uribe goes head to head with Mexican alternative pop musician Ely Guerra, while Chardiet/Armenteros has Cuban glass blower and artist Jose Chardiet meeting the rhythmic trumpetwork of fellow Cuban, Alfredo Chocolate Armenteros. In Rodriguez/Aguilar Miamian Douglas Rodriguez, globally acclaimed as the Godfather of Nuevo Latino Cuisine, challenges Nicaraguan-American percussionist Annette A. Aguilar.
Philosophie	To star in the campaign, Marca Hispanic handpicked individuals from across different Latin Cultures, reaching out to cultural icons who embodied characteristics of the Infiniti such as innovative design and performance acumen. Each spot promotes the Infiniti G, FX and QX series and pairs the automobiles with the high profile personalitiesone musical and the other tactile/visualwho are shot on a darkened but highly reflective stage setting. The artists engage in a duel of music and movement, finally culminating in the cars being introduced to the stage. In addition to directing, Haycock also edited the commercials, rhythmically syncing the music with the elegantly rich graphics. Working with DP Neil Shapiro, Haycock filmed these individuals at Long Beach, Calif.s South Bay Studios. A large Fischer light was rigged to sweep across the performers, capturing contours of faces, instruments and movement, while also highlighting the dramatic lines of the Infiniti automobiles. All music in the campaign was provided by the featured artists.
Problème	Said Vincent Haycock, Director, Vitamin. Marca came to us with the talent already secured. The concept was to create a classic call and response musical duel between the two artists with the cars at the center. I then created a modern space in which the talent and cars coexist, while capturing the defining details of both. Because we were working with real Latin personalities hailing from such varied parts of the Spanish-speaking worldfrom Cuba to Colombia, Mexico and Miamicommunicating on set was at times an interesting and entertaining experience. All in all however, our collaboration with Marca was one of the smoothest weve ever encountered, from concepting to shooting to post.
Résultat	We must have looked at over 100 reels to find a director who understood luxury cars, talent, musicians and exquisite design in general, said Armando Hernandez, Chief Creative Officer, Marca Hispanic. Infiniti is all about design and performance and Vince got that from the first moment we talked. His eye for art direction is amazing, and he brought a modern look and feel to the project that didnt get in the way of the idea. Vince also edited and oversaw all post, assuring the concept and tone stayed true. Vitamin really backed the creative process and made the entire production a great experience. It was a pure collaborative effort with everyone on the team pulling towards the same place.
Type de média	Télévision
Longueur	30 seconds
Marché	Etats-Unis
Réalisateur	Vincent Haycock
Directeur de création	Armando Hernandez
Producteur, agence	Patty Rodriguez
Directeur de la photo	Neil Shapiro
Producteur, agence	Michelle Stark
Sociéte de création sonore	Jeff Van Steen
Post production	Filmworkers Club
Sociéte de création sonore	Secret Frequency
Maison de production	Vitamin
Producteur exécutif	Kathy Hurley
Chef de groupe	Cristina Durana Rua